Sep 4, 2019
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PrettyLittleThing to show at NYFW with big event

Sep 4, 2019

In an unexpected development, Boohoo-controlled fashion label PrettyLittleThing is to show during New York Fashion Week with a major event in the city. Founder Umar Kamani revealed the news on Instagram late on Tuesday.

Umar Kamani

“This is a dream come true for me,” he said in the post. “I’m so excited to announce our first ever PRETTYLITTLETHING runway show at New York Fashion Week this year. A big step for the brand where we aim to bring diversity, inclusivity and affordability to fashion week.”

It certainly is a big step for the brand whose offer is securely at the affordable end of the market (£15 for a faux leather mini skirt, £30 for a blazer, £30 for a strappy sandal). Most NYFW participants sell for considerably higher prices.

We don't yet know the details of what the label’s event will include but it looks like the company is going to go for maximum publicity impact with the announcement saying that there will be a runway show as well as “guest performances from Saweetie, Ashanti & Lil Kim.”

It will be the first ever such event for the company and it will also qualify as one of the most affordable labels showing on the runway during the week-long fashion fest.

But while unexpected, such a high-profile move is in some ways less of a surprise with PrettyLittleThing having shown itself to be extremely adept at exploiting publicity opportunities. Its most recent move in this direction has been the launch in the past few days of a collection with Love Island’s Molly Mae-Hague, which has been grabbing headlines all week in the UK.

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